Soomla Dashboard Analytics Components

Soomla dashboard components can be broken down to three parts:

• Account Level components which include analytics and management components:
  • Apps overview screen
  • Account team and data export management screen
  • Alerts screen
• App Level analytics components which include the Analytics and the Soomlabs tabs.
• App Level management components which include the Integrations and the Settings tabs.

This guide will cover the Analytics components of Soomla dashboard which are the Account Level Apps overview screen and App Level Analytics and Soomlabs tabs.

Apps

The Apps screen shows a performance overview on the account level including all account apps.

The screen consist of infographics which display MAU and the sum of Monthly Impressions and Revenue, a timeline and a donut chart which can display Active Users, Impressions or Revenue breakdown by App, Ad Network or Ad Type.

The timeline chart can be displayed as Line, Area or Stacked Bar chart.

Impressions & Revenue

The sum of impressions / Revenue reported by the API of the ad networks which were integrated on Soomla dashboard. Only impressions of placements/app ids which were captured by Soomla SDK or manually entered in the ad network integration screen are fetched and shown.

Placements/app ids can be added on the ad network integration screen under the Integrations tab on the App level of Soomla dashboard.

MAU

Monthly Active Users - The count of unique active users per month in the selected date range.
The uniqueness is defined according to the Soomla unique user id (suid) assigned at app startup and valid until the app is removed or the app cache is refreshed.

Active users are users who used the app (initialized Soomla SDK).
The data is presented according to the UTC timezone.

Analytics

Overview Screen

Overview screen consists of Impressions, Clicks & Ad Revenue infographics and three stacked timeline charts. Each timeline chart can display one of the following metrics: Impressions, Ad Revenue, Clicks, DAU, ARPDAU, eCpm.

Impressions & Ad Revenue & Clicks

The sum of impressions / Ad Revenue / Clicks reported by the API of the ad networks which were integrated on Soomla dashboard. Only impressions of placements/app ids which were captured by Soomla SDK or manually entered in the ad network integration screen are fetched and shown.

Placements/app ids can be added on the ad network integration screen under the Integrations menu on Soomla dashboard.

DAU

Daily Active Users - The count of unique active users per day in the selected date range.
The uniqueness is defined according to the Soomla unique user id (suid) assigned at app startup and valid until the app is removed or the app cache is refreshed.

Active users are users who used the app (initialized Soomla SDK).
The data is presented according to the UTC timezone.

ARPDAU

Average Revenue per Daily Active User - The average of the Ad Revenue divided by the count of Active Users per day (DAU).
The data is presented according to the UTC timezone.

eCPM

Effective Cost per Mile - The Ad Revenue generated per 1,000 Impressions.
Ad Revenue / Impressions * 1,000.

The calculation is based on the Ad Revenue and Impressions as they are reported by the API of the ad networks which were integrated on Soomla dashboard.

Compare Screen

Compare screen consists of a table and four timeline charts. The table can have one of the following breakdowns: Countries, Platforms, Ad Networks, Ad Types, Versions, Tags, Dates.
The timeline charts display the following metrics according to the table breakdown: Impressions, Ad Revenue, ARPDAU, eCPM.

The timeline charts can be displayed as Line, Area or Stacked Bar charts.

Impressions & Ad Revenue & Clicks

Same as on the Overview screen.

Active users

The count of unique users who visited the app in the selected date range.
The uniqueness is defined according to the Soomla unique user id (suid) assigned at app startup and valid until the app is removed or the app cache is refreshed.

The data is presented according to the UTC timezone.

Engaged users

The count of unique users who watched at least 1 ad impression in the selected date range.
The uniqueness is defined according to the Soomla unique user id (suid) assigned at app startup and valid until the app is removed or the app cache is refreshed.

The determination if the user watched an ad impression is being done with the ad impression events reported by Soomla SDK.

ARPDAU

Average Revenue per Daily Active User - The average of the Ad Revenue divided by the count of Active Users per day (DAU).

Brakedown differences:

• Platform or Country  - ARPDAU represents the revenue contribution that the average user makes on a daily basis.
• Ad-network or Ad-type - ARPDAU represents the portion of the average revenue per user, per day, contributed by the selected ad-network and ad type.
  

Note that when selecting a date range, the average ARPDAU for two or more individual days will not equal to ARPDAU of the selected period, but will be fairly close - For example, if you had 1 user on the 1st of the month with an ARPDAU of $0.1 and 2 users on the 2nd of the month with ARPDAU of $0.4, the ARPDAU of the dates 1st-2nd will not equal an average = (0.1+0.4)/2=0.2, and instead it will equal a weighted average = (1*0.1+2*0.4)/(1+2)=0.3.

eCPM 

Same as on the Overview screen.

Daily Impressions

The ratio between impressions and DAU for the selected date period.
Impressions / Average DAU * Number of Days.

Cohort Analysis Screen

Cohort Analysis screen consist of a table and a timeline chart that group Media Sources or Campaigns by Install date and show daily or cumulative performance for the selected period.

The available Cohort Types to measure the performance by are: Ad Revenue, Retention and Retention percentage.

The data can be calculated for all users, per user or per daily active user (DAU).

Waterfall screen

Waterfall screen compares the performance between different ad networks by the first 10 impressions of each user in the selected date range.

Advertisers screen

Advertisers screen displays a table of top performing advertisers.
Only the top 20 advertisers are displayed and only those with 50 impressions or over.

Advertiser

Advertiser apps or domains associated with ads appearing in the app. The detection of the advertised app ids and domains is done by the Soomla SDK.

Notes 
a) IOS and Android apps have separated entries.
b) Facebook prohibits Soomla from collecting advertiser id's, as a result, this information is not available in the Soomla dashboard for Facebook.

Impressions & Clicks

The sum of Impressions / Clicks with the specific advertiser app id/domain that were captured by Soomla SDK.

Ad Revenue

The sum of Ad Revenue for the Impressions with the advertiser app id/domain that were captured by Soomla SDK.
The revenue is calculated per each user by the Soomla traceback algorithms.
The detection of the advertiser is performed by the Soomla SDK.

The revenue is associated with user's impressions by the traceback algorithm using dozens of signals, sophisticated ad LTV models and rigorous truth set testing.
For more information visit our blog post on this topic.

Engaged users

The count of unique users who have seen ad impressions from the advertiser in the selected date.
The uniqueness is defined according to the Soomla unique user id (suid) assigned at app startup and valid until the app is removed or the app cache is refreshed.

The determination if the user watched an ad impression is being done with the ad impression events reported by Soomla SDK.

CPM

Cost per Mile - The ratio between Ad Revenue and Impressions count. It is calculated by dividing the applicable Ad Revenue by 1/1,000 of the applicable Impression count.

CTR

Click Through Rate - The ratio between the clicks and impressions representing the likelihood of a single ad to get clicked on. The CTR is calculated by dividing the applicable Clicks count by the applicable Impressions count.

Soomlabs

Soomlabs is where you can find additional dynamic reports created by Soomla using Soomla SDK captured data.